Tata Teleservices Limited has entered into a strategic partnership agreement with Indian retail giant Future Group to offer mobile telephony services under a new brand name ‘T24‘ on the GSM platform. T24 stands for Talk 24. The new brand was unveiled at a press conference jointly addressed by TTSL Managing Director Anil Sardana and Future Group Chief Executive Officer Kishore Biyani.

Tata Teleservices Limited will commence the commercial launch of GSM operations under the brand name T24 shortly, starting with the telecom Circles in South India.

“This is a unique marketing alliance between a retailer and a telecom operator in India, and offers us direct access to millions of Future Group customers through its widespread retail presence across India,” Mr Anil Sardana said. “T24 stands for Talk 24, and is a natural choice of brand-name for us in this unique partnership, one that it will provide customers with a dual advantage all 24 hours of the day—‘Shop More, Talk More’ and ‘Talk More, Shop More’. T24 is yet another compelling offering from the House of Tatas, in keeping with Tata Teleservices Limited’s stated objective of constantly innovating to redefine the telecom experience in the country,” he added.

“I am delighted at this partnership with Tata Teleservices Limited. The T24 service is a unique offering which is innovative yet simple and provides customers a powerful value proposition,” Mr Kishore Biyani, Chief Executive Officer of Future Group, said. “Customers will get shopping benefits for talking, and talk-time benefits each time they shop. This would also reinforce our presence in the consumption space—in keeping with Future Group’s vision of offering a unique shopping experience to our loyal customers, cutting across product and industry categories,” he added.

Under the partnership agreement, Future Group will sell TTSL GSM connections under the T24 brand-name to customers visiting its retail outlets across all formats and locations.